New Zealand Police apologise for 'insensitive' road death tweet using The Office gif

New Zealand Police have deleted and apologised for a tweet about road safety using a gif of Michael Scott from the US television series The Office to convey what it is like for police to notify a family member of a car crash death.

The country's official police account tweeted on Monday: "When we have to tell someone their family member has died in a crash."

It was accompanied by a gif of actor Steve Carell in character as Michael Scott smiling and saying "This is the worst!".

The response was swift as Twitter users began pointing out that the "tone deaf" tweet had missed the mark.

One Twitter user named it "social media fail of the week", while another said it was the result of police trying to be funny online.